To publicize a new Disney theme park promotion for 2013, an icy version of Cinderella’s castle made an appearance in Times Square for what seemed like a New York minute.

Made from 45,000 pounds of ice, the castle was designed to illustrate the short-lived nature of Disney family experiences; this one coming and going in about three hours.

The castle is an example of  “Limited Time Magic,” an entire year of theme park based magical experiences that each last for, yep, a limited time.

At a media event held at the Marriott Marquis, Disney hosted a panel of family travel experts who discussed the importance of family vacations, no matter how long.

For guests who want to see favorite, lesser-known characters, visit the parks during “Long Lost Friends Week,” when there will be meet and greets with Clarabelle Cow, Remy and Tweedle Dee and Tweedle Dum.

Independence Week pays tribute to America with fireworks, specially lit red, white and blue Cinderella and Sleeping Beauty castles and Mickey donning his patriotic finest.

In typical Disney marketing fashion, limited-edition souvenirs and merchandise will be on sale.

Surprises will be rolled out weekly. They will be announced via the Walt Disney World website, the Disneyland website, the Disney Parks Blog and across various social media platforms. Some will only be announced in-park, adding to the element of surprise.